Purpose

The aim of this paper is to integrate insights from service, branding and communication research to present key principles of a successful transformative value positioning for service brands.

Design/methodology/approach

This paper uses a conceptual approach that is rooted in the service, branding and communication literature.

Findings

The contribution of this paper is threefold. First, this paper explains why positioning a service brand is different from positioning a product brand and why this is especially challenging in case of transformative value. Second, an organizing framework is used to theorize that a successful transformative value positioning is based on the organizational DNA; is consistently implemented in actions, communications, employee behavior, and servicescapes; and inspires customer engagement. Based on this framework, this paper formulates key principles of a successful transformative value positioning for service brands. Third, this paper provides a research agenda to guide and stimulate future research.

Practical implications

The key principles provide guidelines for managers striving for a transformative value positioning. Not adhering to these guidelines could have severe implications for service brands in terms of washing perceptions ultimately deteriorating the brand image.

Originality/value

This paper combines insights from service, branding and communication research to provide a comprehensive and balanced perspective on a successful transformative value positioning for service brands.

中文翻译：

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服务品牌的变革性价值定位：关键原则和挑战

目的

本文的目的是整合来自服务、品牌和传播研究的见解，提出服务品牌成功转型价值定位的关键原则。

设计/方法/方法

本文使用了一种植根于服务、品牌和传播文献的概念方法。

发现

本文的贡献是三方面的。首先，本文解释了为什么定位服务品牌不同于定位产品品牌，以及为什么这在具有变革价值的情况下尤其具有挑战性。其次，组织框架用于理论化成功的变革性价值定位基于组织DNA；在行动、沟通、员工行为和服务环境中始终如一地实施；并激发客户参与度。基于此框架，本文制定了服务品牌成功转型价值定位的关键原则。第三，本文提供了一个研究议程来指导和激发未来的研究。

实际影响

关键原则为努力实现变革性价值定位的管理者提供了指导方针。不遵守这些准则可能会对服务品牌产生严重影响，最终会损害品牌形象。

原创性/价值

本文结合了服务、品牌和传播研究的见解，为服务品牌的成功转型价值定位提供了一个全面而平衡的视角。